“...the environment we perceive around us can be seen as a series of continua that the language system divides into meaningful parts and relationships between the terms used in identifying those parts. It is also important to note that we use a wide range of concepts and conceptual distinctions that actually have no referent in the reality that is independent of language and its concepts. ”- Pertti Alasuurtari – (1995). Researching culture. Qualitative Method and Cultural Studies, pg 29.